Shifts in Diverse Consumer Media Usage: Insights for Growth

To help our members navigate the media landscape, we completed a survey of diverse American consumers that culminated in different studies under the banner title of “Drive Engagement by Aligning Your Media Strategy to the Habits and Preference of Diverse Consumers.” These insights are designed to help you harness the power of cultural intelligence to win diverse America, while transforming your marketing and brand strategy to drive additional awareness and love for your brand.

In our latest studies, we focus on the habits and channels consumers prefer across three key types of media:

• Social Media, including preferred platforms, like Facebook, Instagram, TikTok, BeReal, Threads, and X/Twitter. Also, what people prefer in their influencers;
• Video media, including both older school network and cable and streaming services, TV shows and Movies;
• And audio media, including music and podcasts and the platforms that deliver them.

Here are the top-level analyses that will help guide you to connect with diverse consumers through 2023 and beyond:

In social media, the big picture is that new platforms are still emerging, but in the end, as you’ll see, some of the oldest social media sites are still the most popular.

In video media, the big picture is that streaming is starting to feel like the new cable and Generative AI threatens to create a big ethics dilemma, especially during the strike.

And in audio media, the big picture is that audio streaming content is all about fit and how well it pairs with the other activities consumers are doing while they’re listening. In some ways, audio can be ever-present, but usually secondary.

Our full study helps your brand navigate to the media properties that matter most to your diverse consumers through insights into behaviors, preferences, and habits. Contact us to learn more about how you can gain access to these insights on today’s consumers and much more in our Cultural Intelligence Engine.